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At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.

Around the 2019 Indy 500, Verizon leveraged its IndyCar assets to showcase its 5G Ultra-Wideband through a month-long campaign.

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

Central and venue naming rights deals in Major League Baseball.

In the latest interactive data report SportBusiness Sponsorship analyses the sponsorship landscape in Major League Soccer (MLS)

The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.

Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.

NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.

Presenting the Total Health Forum with the NBA allowed Kaiser Permanente to integrate its brand with the US healthcare community and amplify that integration via digital/social extensions.

Two major activations, in 2018 and 2019, showcased the best of the Caterpillar brand through its partnership with the organisers of American Flat Track racing.

After decades of promoting NBA games with TV commercials and years of declining live television audiences, official broadcaster ESPN changed its strategy and switched to using real-time NBA footage social promos to generate FOMO and drive fans to click directly to live game coverage.

The Canadian coffee giant teamed up with the NHL, Hockey Canada and athlete ambassadors Sidney Crosby and Nathan MacKinnon to give the Kenya Ice Lions the experience of a lifetime.

Central and club shirt deals in Major League Soccer.

At the start of the 2018-19 NFL season, the Cleveland Browns had gone 635 days without a win, so Bud Light created free beer ‘Victory Fridges’ that would unlock the moment the team broke its losing streak.

Nutrition bar Luna Bar took action to resolve the disparity in pay between the US women’s team and their male counterparts before the 2019 Women’s World Cup in France.

Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.

MLS club Houston Dynamo helped its partner – re-launched gas station brand 76 – grow awareness in the market and resonate with its core audience in downtown Houston – and beyond.

AS Roma used new 2019 summer signing social spots to highlight search for missing children.

Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.